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題名 買或不買: 馬來西亞大學生綠色購買意向調查
To buy or not to buy: Malaysian University students’ green purchase intention
作者 伊德琳
Spykerman, Edaline Audrey
貢獻者 施琮仁
Shih, Tsung-Jen
伊德琳
Edaline Audrey Spykerman
關鍵詞 理性行為理論
價格敏感度
生態知識
生態關懷
人與自然的方向
綠色的購買意向
Theory of Reasoned Action
Price sensitivity
Ecological knowledge
Ecological concern
Man-nature orientation
Green purchase intention
日期 2017
上傳時間 3-Jul-2017 14:42:04 (UTC+8)
摘要 This research was driven by Theory of Reasoned Action (TRA) to examine the impact of ecological knowledge, ecological concern, and man-nature orientation on green purchasing (including both intention and actual behavior), with the moderating effect of price sensitivity and allowance and/or income. This research surveyed 602 Malaysian university students within the age bracket of 18 to 25, because this specific demographic is a sizeable market and such research is lacking in an emerging economy like Malaysia. The results demonstrated that ecological concern and man-nature orientation influenced purchase intention and actual purchase. The findings also indicated that price sensitivity and allowance and/or income moderated the relationship between behavioral intention and actual behavior. This study has two implications: (1) it extends TRA by exploring the potential moderating variables between behavioral intention and actual behavior, and its findings adds to the body of knowledge in the area of green consumer behavior; (2) marketing managers can formulate their green marketing strategies effectively by consistently driving heart-warming campaigns to create or stir consumers’ emotions. Marketers should keep in mind that Malaysians are highly influenced by man-nature relationship belief, and additionally, marketers need to be careful in justifying pricing difference between non-green and green products for consumers that are sensitive to price.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
104461014
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104461014
資料類型 thesis
dc.contributor.advisor 施琮仁zh_TW
dc.contributor.advisor Shih, Tsung-Jenen_US
dc.contributor.author (Authors) 伊德琳zh_TW
dc.contributor.author (Authors) Edaline Audrey Spykermanen_US
dc.creator (作者) 伊德琳zh_TW
dc.creator (作者) Spykerman, Edaline Audreyen_US
dc.date (日期) 2017en_US
dc.date.accessioned 3-Jul-2017 14:42:04 (UTC+8)-
dc.date.available 3-Jul-2017 14:42:04 (UTC+8)-
dc.date.issued (上傳時間) 3-Jul-2017 14:42:04 (UTC+8)-
dc.identifier (Other Identifiers) G0104461014en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/110698-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 104461014zh_TW
dc.description.abstract (摘要) This research was driven by Theory of Reasoned Action (TRA) to examine the impact of ecological knowledge, ecological concern, and man-nature orientation on green purchasing (including both intention and actual behavior), with the moderating effect of price sensitivity and allowance and/or income. This research surveyed 602 Malaysian university students within the age bracket of 18 to 25, because this specific demographic is a sizeable market and such research is lacking in an emerging economy like Malaysia. The results demonstrated that ecological concern and man-nature orientation influenced purchase intention and actual purchase. The findings also indicated that price sensitivity and allowance and/or income moderated the relationship between behavioral intention and actual behavior. This study has two implications: (1) it extends TRA by exploring the potential moderating variables between behavioral intention and actual behavior, and its findings adds to the body of knowledge in the area of green consumer behavior; (2) marketing managers can formulate their green marketing strategies effectively by consistently driving heart-warming campaigns to create or stir consumers’ emotions. Marketers should keep in mind that Malaysians are highly influenced by man-nature relationship belief, and additionally, marketers need to be careful in justifying pricing difference between non-green and green products for consumers that are sensitive to price.en_US
dc.description.tableofcontents Chapter One – Introduction 1
Chapter Two – Literature Review 6
2.1 Green Consumerism in Malaysia 6
2.2 Underpinning Theory/ Theoretical Background 9
2.3 Research Framework 12
2.4 Green Purchase Intention 13
2.5 Ecological Knowledge 14
2.6 Ecological Concern 18
2.7 Man-Nature Orientation 19
2.8 Price Sensitivity 20
2.9 Allowance and/or Income 21
2.10 Proposed Framework 23
Chapter Three – Research Methodology 24
3.1 Sampling Design 24
3.2 Questionnaire Design 25
3.3 Pilot Study 27
3.4 Instrument and Measures 28
Chapter Four – Research Findings 33
4.1 Demographic Features of Respondents 33
4.2 Bivariate Correlation Analysis 33
4.3 Hypotheses Testing 34
Chapter Five – Discussion 40
5. 1 Discussion 40
5.2 Limitations 44
5.3 Suggestions for Future Research Direction/ Recommendations 45
Chapter Six - Conclusion 47
6. 1 Theoretical Implication 48
6.2 Practical Implication 49
References 53
Appendixes 70
Appendix 1: Digital Poster 70
Appendix 2: Sample Profile 71		zh_TW
dc.format.extent 1542150 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104461014en_US
dc.subject (關鍵詞) 理性行為理論zh_TW
dc.subject (關鍵詞) 價格敏感度zh_TW
dc.subject (關鍵詞) 生態知識zh_TW
dc.subject (關鍵詞) 生態關懷zh_TW
dc.subject (關鍵詞) 人與自然的方向zh_TW
dc.subject (關鍵詞) 綠色的購買意向zh_TW
dc.subject (關鍵詞) Theory of Reasoned Actionen_US
dc.subject (關鍵詞) Price sensitivityen_US
dc.subject (關鍵詞) Ecological knowledgeen_US
dc.subject (關鍵詞) Ecological concernen_US
dc.subject (關鍵詞) Man-nature orientationen_US
dc.subject (關鍵詞) Green purchase intentionen_US
dc.title (題名) 買或不買: 馬來西亞大學生綠色購買意向調查zh_TW
dc.title (題名) To buy or not to buy: Malaysian University students’ green purchase intentionen_US
dc.type (資料類型) thesisen_US
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